Opticon 2015-The Power of Empathy in Driving Conversion
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#opticon2015 The Power of Empathy in Driving Conversion Cara Harshman Optimizely Blog Editor @caraharshman [email protected]Talia Wolf Founder & CEO, Conversioner @TaliaGw [email protected]Keith Lovgren Director of CRO, Elevated @nosaltnolime [email protected]Rachman Blake CMO, FunnyBizz @rachmanblake [email protected]
Opticon 2015-The Power of Empathy in Driving Conversion
“If I could give you only one piece of conversion advice, test your value proposition would be it.”
-Peep Laja, founder ConversionXL
@nosaltnolime
54% of Companies Don’t Test Their UVP
source Unbounce
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@nosaltnolime
INNOVATION
PRICE SERVICE
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Research – The Beginning
@nosaltnolime
1. Talk to your sales team.
@nosaltnolime
2. Install Qualaroo.
@nosaltnolime
3. Use bracketing to land on your UVP.
DarkerLighter Optimal
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Underemphasize OveremphasizeOptimal
Emphasis
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Undersell OversellOptimal Sell
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Oversell
@nosaltnolimeUndersell
@nosaltnolime
Time Savings | Ease of Use | Software Networking
You’re selling a lab machine.
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Ease Of Use
“Testing parameters are easy to set up.“
“Intuitive control panel lets you easily fine tune testing parameters.”
Undersell Oversell
@nosaltnolime
Software Networking
“Integrates with all major platforms.”
“Integration with other reporting tools is as easy as a few clicks of a button.”
Undersell Oversell
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A case study
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A case study
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Use the same braces as:
Which variation won?
A B
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•27% increase in purchase rate •18% increase in revenue •per visitor
Results
A
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Call or Chat & Get Expert Help From a Medical Esthetician
Call or Chat & Get Expert Help From a Medical Esthetician
We’ll ask, “What Have You Liked and What Have You Not Liked?”
Which variation won?
A
B
nosaltnolime#opticon2015
•21% Increase in purchase rate
•24% increase in revenue per visitor
Results
A
nosaltnolime#opticon2015
• Invest in research upfront because it pays dividends • Talk to the creators • Use bracketing to test UVPs • Look for areas on your site to use bracketing for